When Is Amazon Coming to Apple TV?

After years of waiting, Apple TV is finally going to get a bit more streaming friendly. At WWDC 2017, Apple’s annual developer conference, it was announced that Amazon Prime Video, one of the most streaming services on the market, would be coming to Apple TV. It’s great news for Apple devotees but news that feels more than a bit overdue.

Released in 2007, Apple’s TV product has since become one of the industry’s top streaming platform options. The product is currently on its 4th Generation, and though it hasn’t seen the tremendous industry domination of other Apple products such as the iPhone and, years ago, the iPad, it’s been a consistent presence in the Apple family. However, one huge problem has overshadowed Apple TV’s streaming reputation: The platform doesn’t have an app for Amazon Prime Video or Amazon Instant Video. Until now. What took so long? When will Apple TV finally have an Amazon app? And in the meantime is there a workaround? Here’s your guide to this huge Apple announcement.

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Why did it take so long for Apple TV to have an Amazon app?

There’s a not a public answer for this, but it all seems to come down to a battle between two of the most powerful tech bros, Apple’s Tim Cook and Amazon’s Jeff Bezos. Unlike other companies in the streaming game such as Netflix and Hulu, Amazon makes most of its money through in-app and on-site purchases. Sure, your Amazon viewing experience could solely consist of Prime Originals like Transparent or Manchester By the Sea, but part of the appeal of having an Amazon app is having access to Amazon Instant Video. Amazon Video allows Amazon members to rent or buy shows and movies with just one click — just like iTunes. That’s what this disagreement seems to boil down to, which service the money from in-app purchases would go to.

For years, Apple was completely in control of designing and producing apps for its Apple TV product, placing the majority of the blame for the Amazon oversight on the company’s shoulders. However, in 2016 Apple announced that outside developers would be able to develop apps for its TV product. Though Amazon now had the capabilities to release a product in the Apple TV space, no app emerged. Many tech reporters thought this delay had to do with an app store rule that Amazon either opposed or was talking to Apple about. The rule in question states that the Apple’s app store will get a 30 percent cut of anything sold within a third-party app. Other streaming apps, such as Hulu, Netflix, and HBO, have already negotiated different in-app rates.

That’s essentially what this streaming stand-off boils down to: Who gets the money from in-app purchases and how much should these two companies support their competitors? As a result, one of the four most popular streaming services has been missing from one of biggest industry platforms for years.

When is Amazon coming to Apple TV?

All we know is that it’s happening sometime in 2017. Because of the vague wording of this announcement, it’s more likely it will happen toward the end of the year rather than in the next couple of months.

You asked (a lot). We listened. Amazon Prime Video is coming to the TV App and all Apple TVs this year.

Will I be able to rent or buy titles through the Amazon app?

That’s another unknown, but it’s one worth talking about. Apple offers Amazon Video apps for two of its other devices, the iPhone and iPad. In both cases, Amazon Video allows Amazon account holders to sign into Prime Video, but the option to buy or rent additional titles doesn’t exist. It’s likely that the Apple TV app will have the same constraints.